Mango Communications appointed to help rebrand The Edge 96.1

ARN’s commercial Hip Hop and R&B station, The Edge 96.ONE, which is soon to be relaunched nationally, has appointed Mango Communications, part of DDB Group, as its PR agency.

Mango will support the station across the PR and roll out of the rebrand, which is expected to include a new name.

The campaign will see Mango Communications drive rapid brand awareness around the new proposition, “amplifying the launch and sustaining the momentum through content and talent-led conversations.”

The Edge is known for its unrivalled connection to young audiences and strong presence in the digital space. The brand has identified the opportunity for potential expansion and growth in Australia’s under-served contemporary youth space, with further details regarding the rebrand to come.

In addition to the upcoming rebrand, The Edge has put together a new team of leaders, content makers, culture creators and out-of-the-box thinkers. There will be key staff announcements, alongside the talent announcements in coming weeks here on radioinfo.

General Manager Emily Copeland, previously the manager of youth community station FBi Radio is “excited to be working with Mango at such a pivotal time for The Edge. Our rebrand will be bolstered by Mango’s diverse range of expertise, national team, and progressive strategic and creative approach. We can’t wait to launch this exciting offering with Mango by our side.”

Mango Communications Sydney Managing Director Tabitha Fairbairn has told radioinfo: “Being appointed by the growing and fabulous team at The Edge sees Mango continue to bolster our list of partners.

“We are excited to be supporting The Edge as they further tap into youth culture – making an impact, sharing stories and creating connections. The brand’s history, future plans and unique offering set it up for a huge year in 2022.”


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